Beauty filters and consumer purchasing understanding the impact of ar makeup on female shopping habits in Ho Chi Minh City

Abstract

This study examines how augmented reality (AR) makeup filters impact the online cosmetic purchasing decisions of female consumers residing in Ho Chi Minh City.“The investigation utilizes theStimulus-Organism-Response (SOR) framework as a theoretical lens. The study examines how interactivity and visual attractiveness (stimulus) affect perceived risk and satisfaction (organism), ultimately influencing electronic word-of-mouth (E-WOM) and purchase intention (response).”A qualitative research approach was employed, complemented by data from 240 collected forms. The analysis used thematic coding to derive insights into consumer attitudes and behavioral patterns. The findings indicate that a higher degree of interactivity plays a crucial role in mitigating perceived risk and augmenting consumer satisfaction, thereby fostering more positive consumer interactions. While the effect of visual attractiveness on perceived risk does not align with initial expectations, it still positively contributes to user satisfaction. A reduction in perceived risk emerges as a critical determinant in strengthening the propensity to purchase. Concurrently, satisfaction not only serves as a significant driver of purchase intention but also exerts a profound influence on the generation of positive electronic word-of-mouth communication. Furthermore, E-WOM significantly enhances purchase intention, underscoring its importance in the decision-making process. These results provide valuable insights for cosmetic brands, emphasizing the need to enhance the interactivity and aesthetic appeal of AR tools to boost consumer engagement, foster trust, and drive online sales